2015

Branding Guidelines

Your guide to logo use, colours, fonts and how to represent our brand.

Introduction Berneslai Homes is an organisation at the heart of the community in Barnsley. Our central premise is that we administer the borough’s social housing stock on behalf of Barnsley Metropolitan Borough Council. We are however more than just a landlord and deliver many more services beyond simple rent collection, administration and maintenance. We are among the leading social landlords in the UK and have recently achieved Investors In People’s Gold accreditation, alongside a number of other awards and nominations. We are rightly pround of our brand. Although we deliver services on behalf of the council, as an ALMO, we have a seperate identity of our own. The Berneslai Homes brand is the way in which we are distinguished from other companies and council services. It also plays a big part in how we are perceived by our customers, our partners, the housing industry and the wider general public. This guide is intended for use by employees, partners and contractors, to ensure that the company’s visual identity is professional, as you would expect from a sector leader, consistent, vibrant and engaging. We need all employees and partners to become stakeholders in the Berneslai Homes brand, so that our company values are communicated effectively.

Contents Our logo

3

Logo use

4

Unauthorised Usage

5

Colour Use

6

Font Use

7

Presentation Templates

9

Display Banners

12

Photography 13 Print 15 2

Our Logo The logo is the central pillar of Berneslai Homes’ visual identity. It is essential that the logo is used correctly in all applications, to ensure that our brand and professional reputation is not only protected, but enhanced. A logo set has been produced to ensure that the logo reproduces well in all uses. Logos sets are available from the Marketing Team upon request in a number of file formats.

Icon

The preferred format for all print applications is vector .ai (Adobe Illustrator) or vector .eps (Encapsulated Post Script). Logo variations are also available as .jpg and .png for digital/ web use. Low resolution .jpg files must not be used for print. Please note: any public facing materials that carry the Berneslai Homes logo, must be signed off by the Marketing Team before being produced.

Wordmark

Contact the Marketing Team on 2779. Andy Hemingway: Graphics and Creative Design Officer [email protected] Sarah Schofield: Marketing and Communications Officer [email protected]

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Logo Use

Full Colour Logo - Positive

Single Colour Logo (Pantone 320C) Positive

Single Colour Logo (Pantone 115C) Negative

Clear area A clear area must be maintained around the logo, upon which no text or graphic element should be allowed to breach. This ensures visability and distinctiveness.

Full Colour Logo - Negative

Black Only Logo Positive

White Only Logo Negative

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus mollis venenatis malesuada. Mauris sed viverra tortor, a congue lorem. Morbi consectetur magna eget sapien suscipit vehicula. Praesent augue elit, mollis vehicula vulputate sit amet, rutrum ac est. Integer convallis metus purus, in lobortis nulla dapibus ac. Fusce et sagittis libero. Donec in ante bibendum, feugiat augue sit amet, laoreet massa. Etiam feugiat quis felis a porttitor. Praesent varius erat tellus, eget placerat leo aliquam vel. Donec scelerisque lobortis enim, non condimentum urna condimentum fringilla. Curabitur dapibus semper varius. Aliquam vestibulum cursus accumsan. Nulla vitae metus vitae magna placerat suscipit. Sed luctus nisi bibendum adipiscing iaculis. Maecenas augue eros, rutrum in odio eu, ornare laoreet nisl. Nulla in diam eu metus condimentum euismod. Aliquam a elementum dolor, in egestas nunc. Vestibulum luctus eros ultrices lectus ultricies luctus. Pellentesque metus nulla, imperdiet ac dui vitae, rutrum rutrum odio. Nunc non tempus purus, eget elementum enim. Fusce metus leo, fermentum vitae diam eu, vehicula lobortis tortor. Maecenas et mattis mauris. Fusce eros quam, gravida eu nisl ac, placerat hendrerit tortor. Nulla facilisi. Donec sit amet vehicula metus, sit amet gravida purus. Cras pharetra est eget ligula luctus bibendum. Quisque pulvinar orci leo, accumsan dignissim diam molestie sit amet. Etiam pellentesque elit vitae faucibus posuere. In tempor felis sed nisl condimentum vestibulum at eget dolor. Aliquam libero neque, eleifend a convallis eu, imperdiet et tortor. Praesent molestie, sem ut iaculis laoreet, odio leo vehicula tellus, ac condimentum turpis ligula sit amet eros. Cras sed gravida mauris. Sed arcu mi, faucibus nec nisi vel, accumsan adipiscing est.

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Unauthorised Usage

Do not move any elements of the logo.

Do not re-colour the logo.

Avoid using the logo on complex backgrounds.

Do not flip the logo.

Do not distort the logo.

Do not crop the logo.

Avoid using the logo on background colours that do not contrast or compliment the logo.

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Colour Use Primary Corporate Colours

Pantone CMS

Process

RGB

Web Safe

We have a palette of primary and secondary colours, the represent the visual identity of the Berneslai Homes brand. We recognise that limiting our palette to only two colours could, in some circumstances be restrictive. So have devised a secondary palette of complimentary colours.

Secondary Corporate Colours

Pantone 115C

Pantone 320C

Pantone 281C

Pantone 382C

Pantone 305C

C:1 M:12 Y:94 K:0

C:100 M:11 Y:38 K:0

C:100 M:90 Y:31 K:34

C:29 M:1 Y:100 K:0

C:57 M:0 Y:6 K:0

R:254 G:209 B:0

R:0 G:140 B:151

R:19 G:29 B:71

R:183 G:207 B:13

R:80 G:190 B:227

#FFD829

#009BA5

#182858

#C0D52D

#58C8E7

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Colour Use

In some instances the corporate colour palette is not enough. There are occassions when bright colours are needed to inject a bit more interest into a design, either to make something stand out or to act as colour coding. With this in mind, below is a set of further secondary colours that can be used in this manner.

Secondary Colours

Pantone CMS

Process

RGB

Web Safe

N/A

N/A

N/A

N/A

N/A

C:0 M:65 Y:100 K:0

C:0 M:100 Y:0 K:0

C:50 M:100 Y:0 K:0

C:70 M:15 Y:0 K:0

C:100 M:0 Y:100 K:0

R:235 G:114 B:3

R:230 G:0 B:126

R:149 G:29 B:126

R:54 G:169 B:225

R:0 G:150 B:64

#ED750D

#E40D7E

#951B81

#36A9E0

#009640

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Font Use Print and Digital Use Rockwell Regular

Aa

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Rockwell Extra Bold

Aa

ABCDEFGHIJKLMNOPQRST VWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Font Type: OTF, TT Family: Regular, Italic, Bold, Bold Italic, Extra Bold.

Font use is an important part of our visual identity. It helps us to present a clear and consitent public face. For display graphics, headlines and titles, Rockwell Regular is prefered. In some instances Rockwell Extra Bold can be used for emphasis. Myriad should be used for paragraph text.

Aa Aa Aa Aa

Myriad Pro Light

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Myriad Pro Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Myriad Pro Semibold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Myriad Pro Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Font Type: OTF Family: Light, Regular, Italic, Bold, Semibold, Bold Italic, Semibold Italic, Condensed, Condensed Italic, Bold Condensed, Bold Condensed Italic.

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Font Use

For web use, where only a few fonts are common to all operating systems, Trebuchet or Arial (when Trebuchet is not available), should be used.

Web Use

Aa Aa Aa Aa

Trebuchet MS Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Trebuchet MS Itallic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Trebuchet MS Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Trebuchet MS Bold Itallic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Font Type: OTF, TT Family: Regular, Itallic, Bold, Bold Itallic.

Aa Aa Aa Aa

Arial Regular

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial Itallic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial Bold

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Arial Bold Itallic

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Font Type: OTF Family: Regular, Itallic, Bold, Bold Itallic.

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Font Use: Dos and Don’ts Do not use Comic Sans Comic Sans is difficult to read when used for paragraph text and looks unprofessional.

Do not use display typefaces for body text. It is difficult to read, especially at small sizes and looks bad. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus mollis venenatis malesuada. Mauris sed viverra tortor, a congue lorem. Morbi consectetur magna eget sapien suscipit vehicula. Praesent augue elit, mollis vehicula vulputate sit amet, rutrum ac est.

Donotoverkerntype. Do not over kern type. Kerning type too closely or too far apart can affect the legibility and can look unbalanced.

Do use typefaces that are clearly legible at any size. See page 7 for our corporate fonts. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus mollis venenatis malesuada. Mauris sed viverra tortor, a congue lorem. Morbi consectetur magna eget sapien suscipit vehicula. Praesent augue elit, mollis vehicula vulputate sit amet, rutrum ac est.

Do use a suitable leading between lines of type, as this can help to improve legibility. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus mollis venenatis malesuada. Mauris sed viverra tortor, a congue lorem. Morbi consectetur magna eget sapien suscipit vehicula. Praesent augue elit, mollis vehicula vulputate sit amet, rutrum ac est. Do not use bold type for entire paragraphs, only to add emphasis to important points or passages. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus mollis venenatis malesuada. Mauris sed viverra tortor, a congue lorem. Morbi consectetur magna eget sapien suscipit vehicula. Praesent augue elit, mollis vehicula vulputate sit amet, rutrum ac est.

Do not reduce the leading between lines of type too much, as this too can affect legibility. Lorem ipsum dolor sit amet, consectetur adipiscing elit. Phasellus mollis venenatis malesuada. Mauris sed viverra tortor, a congue lorem. Morbi consectetur magna eget sapien suscipit vehicula. Praesent augue elit, mollis vehicula vulputate sit amet, rutrum ac est.

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Presentation Templates For use in PowerPoint Presentations We have a number of templates available for use in presentation projects. These reflect the refreshed corporate branding and the old blue templates should no longer be used. The templates are available in 16x9 full HD (1920 x1080 pixels) format. If you need a template for another format, such as 4x3, please contact us and we will prepare a template to suit your needs.

Internal Use The ‘Great place, great people, great company’ tagline is intended solely for internal use. For example, internal presentations to staff and management.

External Use The ‘A fresh approach to people, homes and communities’ tagline is intended solely for external use. For example, presentations to tenants, partners and the press.

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Presentation Templates For use in video A number of templates for use in video projects are available. These ensure that any videos that are produced for public viewing are identifyable as official Berneslai Homes productions. However, we do not want to stifle creativity, so if you have a proposal for a creative concept for your video, please share it with us. The templates are available in 16x9 full HD (1920 x1080 pixels) format.

Title Screen Template

End Screen Template Please use this screen to sign off all public facing videos.

Information Panel Templates

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Presentation Templates How to use the presentation and video templates When adding text to the presentation or video templates, please follow of few simple rules of typography.

Keep all type within the type safe areas and do not allow text to overlap or encroach on the graphic elements. This looks untidy and unprofessional.

Do not use a point size that is too big, as this can look clunky and awkward.

The video templates come with sample text already overlayed. Although you are of course at liberty to adjust these to suit, please make every effort to maintain the integrity of the typography.

Do not use a point size that is too small, or compressed version of the font, as this can be difficult to read if viewed on smaller screens or the back of a room. Only use bold type for emphasis.

Text safe areas Text safe area

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Display Banners We have corporate pop-up banners for use at events, conferences and exhibitions. Please contact us to use these. The old banners are now obsolete.

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Photography Good photography is essential to helping us to build and maintain a vibrant, engaging and professional range of publicity materials. Poor photography makes us look unprofessional and unconcerned by quality. As a leader in the public housing sector, we should also be leading by example when it comes to the quality of our public facing materials. One of the greatest concerns is image quality. Photos must never be taken from websites for use in print projects. The quality of web images is usually 72 pixels per inch, whereas the quality for images used in print is 300 pixels per inch. It is not possible to ‘res-up’ web images and increasing the resolution in a photo editing application will not improve the image quality.

Print resolution 300ppi

If you are taking your own photos, there are a few tips that can help you to produce good quality images. Always take images at the highest resolution setting on your camera. Even if your photos are just for a web based project. The resolution can be adjusted accordingly afterwards and you may one day wish to use your image in print. Make sure that your subject is in a well light area and try to use the fastest shutter speed that you can in the circumstances. Shoot at a setting above 1/80th of a second, as this will help to avoid movement blur. Use an aperture setting of around f8-11, as this will increase the depth of field and keep all of the element in your image in focus. Also make sure that you use the auto focus facility on your camera.

Web resolution 72ppi

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Photography Composition: Sometimes it is good to try a few different compositions. Remember that the point of the photo is often to tell a story, so try a few different ways to tell that story if you have the opportunity. Try different angles and view points. Sometimes try not placing the subject in the centre of the frame, but on one of the thirds (known as the rule of thirds – or sometimes as golden section). Build a rapport: People often look better in photos if they are relaxed. Try to build a rapport with the subject and put them at ease. Also, sometimes try to shoot them when they don’t expect it, so that they look natural. Don’t get too close too. The lens has a telephoto zoom function, so you can pull back a little and not get in their face.

Using the rule of thirds is a good way to allow for copy space.

Shooting Construction Services Operatives: If you find that you need to take photos of an operative, contact the relevant manager in advance (if you are given enough notice) and request that the operative is dressed in new, clean, branded workwear. Stock photography: We have access to a number of stock image libraries. If you can not find the image that you want, or have any difficulties in shooting your own images, we may be able to find an suitable image for you in one of the libraries. Never download images from the internet without being sure that you have secured the correct permissions to use that image.

Golden Section/Rule of Thirds, means dividing the image area into thirds and placing focal points on these divisions. This moves the composition away from the centre and can introduce more interest into the image. Also, it makes for good copy space.

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Print When supplying files to a printer, certain standards need to be met to ensure that print quaility is maintained. Poor quality print reflects badly on the company.

Full Colour Process (CMYK)

Colour Space: Commercial Offset Litho Print operates in CMYK. All files supplied to printers need to be created in this colour space, including all linked files such as logos, photos and graphics. In full colour print jobs, you should be careful not to include graphics that are in spot colours (unless you specifically intend to use special colours in addition to CMYK), or in RGB (which is intended for use in web or on-screen graphics). Spot colours should only be used in print jobs where CMYK is not used, such as single or two colour print.

Cyan

Magenta

Yellow

Black

Screen/Web (RGB)

Resolution: Most print work operates at a resolution of 300 pixels per inch. Images grabbed from websites (which use a resolution of 72 ppi), are very rarely suitable for print. File Formats: Most printers ask for print ready PDFs. These are PDFs that are created at a resolution suitable for print, in CMYK and include crop marks and bleed where necessary.

Red

Green

Blue

Pantone CMS (Spot Colours))

If you need to produce a job for commercial print, please approach the Marketing Team first and we will be happy to help or offer advice to ensure that you job goes smoothly and that you achieve a professional result.

Pantone 021C

Pantone 032C

Pantone 072C

Pantone 335C

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Contact Details To get copies of the company logo in various digital formats, photos, marketing materials or advice on any related subject, please contact the Marketing Team. Please note: any public facing materials that carry the Berneslai Homes logo, must be signed off by the Marketing Team before being produced.

Contact the Marketing Team on 2779.

Andy Hemingway: Graphics and Creative Design Officer [email protected]

Sarah Schofield: Marketing and Communications Officer [email protected]

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